My Background

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My Background

• Marketing, advertising and sales training
• Produced Rand McNallys first sales skills
  training programs
• Involved with trails and greenways for twenty
  years.

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Hartford vs. Broadway
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Moving Fast

• Two and a half day training in 40 minutes
• I will be available to answer questions after the
  session

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Presentation Goal
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Why Have I Set This Goal?
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Average Trail Takes 8 Years From Start to Finish
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Selling Skills Can Be Taught
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Each of Us Sells All the Time
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So What?

• Why Should I Care About Selling Skills?

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Everyone Has to Sell

• To get your trail on the ground quicker
• To lessen your concerns and hassles

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No Closers Need Apply!
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Needs/Benefits Selling
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Preparatory Work

• Make a list of your Prospects
• Ask yourself what their needs are
• Determine Your Prospects Needs
• Match Your Projects Benefits to Their Needs

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Preparatory Work - Your Project

• List the Features
• List the Benefits
• Give serious thought to how your Project is
  different from the competition
• Write out questions to ask your Prospect
• Just prior to the call, verbally set a goal you
  want to achieve

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Presenting is NOT Selling
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True Elements of a Sales Call

• Five minute intro of yourself, your Project, and
  your goal for the meeting
• Remaining time devoted to asking questions about
  your Prospects needs
• Matching your Benefits to the Prospect's Needs

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The Most Important Part of Your Call

• Asking Questions

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Maybe the Most Important Response

• Oh! Tell Me More

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Objections

• Welcome Them Embrace Them
• Remember You are not selling when you are
  presenting
• You are selling when you are handling Objections

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Two Kinds of Objections

• Misunderstandings
• Perceived Drawbacks

You must be able to recognize the difference
because you handle them differently
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Misunderstandings

• I dont want the crime behind my house that a
  trail will bring

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Misunderstandings

• Restate the Objection as a question
• Confirm the Objection
• Provide the correct and true information
• Confirm that they now understand

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Perceived Drawbacks

• There will be a lot more people behind my house

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Perceived Drawbacks

• Restate and acknowledge the Objection
• Confirm the Objection
• Overcome the Objection with the other Benefits
  your prospect has already agreed to as meeting
  his or her needs
• Confirm that you have provided enough benefits to
  overcome the Objection

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Concluding the Sales Call

• Restate/get agreement to each of the Benefits
  your prospect has already agreed to
• Ask them for agreement on the goal you set before
  you went into the meeting
• If they wont agree, ask them what else is of
  concern to them

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After the Call

• Verbally review the meeting in light of the goal
  you set before the call

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Next Steps for Your Organization

• Review this material
• Call me if you have questions or doubts
• Choose a small team of your fellow volunteers to
  train in selling skills
• Make sure to do your homework on your projects
  features, benefits and the target audiences you
  need to sell your project to

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One Caveat

• Remember that nothing ever gets decided in
  Council Chambers

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Finally

• Determine who your Hartford prospect is and
  practice on them

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Thank You for Listening

• Ron Carter
• The Greenways Foundation
• 317-848-7855
• rcarter_at_greenwaysfoundation.org
• ?2008 Ron Carter